Are you looking to get more mileage out of your marketing budget? Perhaps you’ve spent more than you expected in the first quarter of the year and need to increase marketing efficiency moving forward? Or maybe you like the idea of getting a positive return for very little investment (who doesn’t?).
If so, here are six no-cost marketing ideas that can give your marketing effectiveness a nice bump. You’ll still need to invest time, of course, and perhaps enlist the help of colleagues. But you shouldn’t have to spend your marketing budget.
1. Email your house list
You’re already using email marketing and likely publish a regular newsletter or send email campaigns to your internal list. Now is a good time to craft a “special” email that breaks your typical boundaries.
You could work with your sales and support teams to develop a free-trial offer, extended support policies, or a customer loyalty program. Or you could simply point out content that you’ve recently updated on your site, profile one of your employees or executives, list innovative ways customers might be using your products, and more.
The idea is to step outside the usual email marketing routine and do something fresh that will attract your audience’s attention without adding to your marketing costs.
2. Pitch stories to the media
Compile a list of editors of industry publications and websites that are relevant to your business and pitch them your best story ideas through email (or phone calls.)
Editors are always looking for interesting and relevant content for their readers. While they don’t want a sales pitch or product promotions, the story you pitch will likely include some aspect of your company’s offerings.
For example: How a customer solved a problem or used one of your products in a unique way. Or pitch a story idea based on the results of recent research you’ve compiled or conducted. Or how recent technological advances are changing or disrupting markets.
3. Shoot some video
All you need is your smartphone and a colleague who likes the limelight. Make a video showing how to perform a task or how one of your products works. You could also services like Webex or Zoom to interview one of your subject matter experts, a company executive, or even a support rep to associate people and faces with your company.
Make sure the lighting is decent. Narrate as needed. Keep the video short (1-5 minutes). Post the video on your website or use email to promote it to your house list.
4. Post more frequently on social media
Whatever social media platforms you use, ramp up your efforts. A blog post might take some time to write, but tweets and Facebook updates are quick. You can also consider starting a discussion topic on LinkedIn or participating in other discussions. You can repost or share content from partners or other allied professionals, or comment on their posts.
Increasing your presence on your current social media channels can help raise your visibility and brand awareness with your audience.
5. Re-purpose existing content
We’ve always been fans of repurposing content for use in other formats. You’ve already invested in producing the original content, why not get extended use from it?
Examples: White papers can be segmented into a series of short articles, blog posts or web pages. A presentation can become a webinar. A single slide with figures and data might make a good infographic.
Another idea is to curate educational or informational content that others produce, such as industry experts, partners, analysts, or others. Post links on your website and social media to the content.
6. Conduct market research
There are several free survey tools on the market you can take advantage of to survey your customers and prospects.
Create a brief survey that asks them questions about their needs, product wish lists, opinions about the industry, uses of technology and more. Only ask questions that will give you information that is useful and can help your company make business or marketing decisions.
Compile and publish the results. The benefits are two-fold: you have additional marketing content to distribute and you’ve gained valuable insight into your customer base.